How did firms win the Cool Vendor designation? Did they have direct contact with Gartner? Did the vendor's clients tell Gartner about them? In the winners' opinion, what are the key factors in winning the designation?
How did they find out, and how far did the news spread? Did it move them from one point in the vendor lifecycle to another? Did it change their relationship with Gartner or other analysts?
Does the Cool Vendor designation continue to be used, or mentioned? Has it created more value for the company, for Gartner or for clients? How mature are other, later, Cool Vendors in the same market?
This volume offers the first book length study into this rarely scrutinized form of business expertise. Contributions to this volume show how, from a small group of mainly North American players which arose in the 1970s, Gartner Inc. has emerged as clear leader of a $6 billion industry that involves several hundred firms worldwide. Through interviews and observation of Gartner Inc. and other industry analyst firms, the book explores how these firms create their predictions, market classifications and rankings, as well as with how these outputs are assessed and consumed.